Foundations and Methods for Identifying Customer Value

Learning Outcomes

After completing, participants are able to:

• Define ideal customer profiles and buyer personas for B2B contexts

• Design and evaluate value propositions aligned with customer needs

• Compare pricing and revenue models and explain their impact on commercial viability

• Assess product–market fit and commercial potential using established frameworks

Content and Schedule

The course consists of four modules. Learning is based on video lectures with slides, a glossary of key concepts, and optional further reading. Your skills are tested through knowledge checks and applied case studies.

The modules are

1. Understanding target customers
   
2. Value propositions
   
3. Business models, revenue and pricing
   
4. Product-market fit

For Whom?

The course is designed for professionals shaping product, marketing, or commercial strategy in B2B contexts.

Upon completion, participants will be able to identify and assess customer value by defining target customers, designing value propositions, and evaluating commercial potential through pricing and product–market fit frameworks.